8,000 people, 50 brands: what Sephora’s annual festival reveals about the future of beauty

In the early 20th century, Atlanta’s Pullman Yards was a thriving industrial complex, a leading hub for chemical manufacturing. This past weekend, the entertainment and event venue was home to a very different industry, as 8,000 beauty fans descended from around the country for Sephora’s annual beauty festival, known as Sephoria. The theme for this year’s event was Beauty Funhouse, and the cavernous space had been transformed into a kind of amusement park for makeup and skincare...